Media vs CTR
Yes, it is a US article with American brands, but the point it makes is the same: online - or any - advertising is less about a direct response and more about branding:
Yes, display ads can elicit direct response but with the length of customer journeys nowadays, realistically this only accounts for a small percentage of overall sales. It is a slippery slope: online display should be grouped in with your offline efforts and compared as such. Regrettably, because we're able to track online advertising, this is almost display's demise as it's compared to other online channels with a greater ROI, such as search. This quote sums it up nicely: "You don't build brands by optimizing for clicks. There needs to be other measurements as to whether your audience is aware of and gaining value from the messaging you're doing on these sites through display advertising."